Launched in April 2017, such was the interest in the muslin swaddles that they featured in Amazon’s Top 100 Hot Selling Products, which in turn contributed to the brand selling out much earlier than anticipated. Furthermore, all customers who have provided feedback on Amazon have awarded the product five stars.

Founder of the company, Beth Hughes, attributes their early success to two factors: the quality of the fabric and particularly the brand’s distinctive prints. When shopping for baby gifts for friends and family, Hughes was always surprised at how difficult it was to find products that she really loved and that weren’t covered in cartoon characters or that weren’t too “cutesy”. It seems Hughes was not alone in feeling that way as moms and other women have echoed that same view in feedback received by the company. Reviews on Amazon have also frequently commented on how they love the brand’s unique and contemporary prints.

The Little Florence Company’s carefully-sourced muslin is of premium quality and is organic, so the fabric is kinder on babies’ and children’s delicate skin and is luxuriously soft. In addition, organic cotton lasts longer than regular cotton on account of the absence of harsh chemicals which in regular cotton break down the fibers, tying in perfectly with the brand’s aspiration to design products that are durable.

Hughes said: ‘We are thrilled with the response to our first product. We feel sure this is testament to how hard we have worked on our designs and on the quality of our muslin. The comments we have received from customers have been so positive. We really feel we have something fresh and different to bring to this market and we are very much looking forward to releasing further products’.

The muslin swaddle sets are expected to be back in stock on Amazon from August 29th 2017.